On May 11, the opening ceremony and main forum of the 2024 World Brand Moganshan Conference were held in Huzhou, Zhejiang. As a representative of well-known domestic products and Zhejiang beauty brands, PROYA Chairman Hou Juncheng was invited to attend the opening ceremony and main forum of the conference. He shared insights at the first New Consumer Brand (Zhejiang) Innovation and Development Conference on how PROYA has thrived in the new consumption wave to become a leading domestic beauty brand.

PROYA has been developing for over 20 years. According to its 2023 financial report, the company's revenue reached 8.905 billion yuan, positioning it as the top domestic cosmetics brand by revenue and the first to surpass the 8-billion-yuan mark.

PROYA Chairman Hou Juncheng attributed PROYA's enduring popularity to its commitment to independence and innovation, with continuous investment in technological research and development. From technological innovation to new product development, PROYA has received positive market feedback, confirming its development path.

PROYA adopts a multi-faceted approach in forward-looking R&D, resource investment, and global collaboration to build an innovative R&D system for cosmetics. Continuous technological innovation also drives product innovation. Guided by the "hero products" strategy, PROYA captures consumers' hearts with superior product quality. Furthermore, PROYA continuously enhances consumers' understanding of its cultural values, value advocacy, and social responsibility through corporate branding and communication.

At the World Top 500 Brand Development Forum, PROYA was honored with the title of "Top 10 Innovative Cases for Sustainable Development of Chinese and Foreign Brands." As a leading domestic beauty brand, PROYA not only focuses on its business but also actively promotes sustainable development concepts to all stakeholders, aiming to drive the sustainable transformation of the entire value chain and elevate the Chinese cosmetics industry to a stage of high-quality development.